The Aston Martin Formula One team have agreed a multi-year deal with technology group Arm.
Contract:
- Arm joins as the team’s official AI compute platform partner
- Jessica Hawkins, Aston Martin’s head of F1 Academy, will represent Arm as an official ambassador
- Arm will be the presenting partner of the team’s International Women’s Day activities
- Company branding will feature on the car’s rear wing arm and on the pit stop gantry
- The brand will receive extra visibility on the F1 Academy car and driver overalls
Context:
It’s no surprise to see artificial intelligence (AI) becoming a more prominent sponsorship category within Formula One. Aston Martin will be looking to see on-track improvements through this collaboration, with AI being used to improve the team’s wheel guns, create automated jacks and release light systems for pit stops, as well as for the instrumentation and control of the team’s new wind tunnel model.
Off-track, Arm will be aiming to encourage a more equitable industry through initiatives to advance pathways for women in motorsport and leadership. In this context, the company’s visible position with the F1 Academy team will be used to drive awareness.
Comment:
“This partnership with Arm marks an exciting chapter in Aston Martin Aramco’s journey,” said Andy Cowell, chief executive of Aston Martin.
“Arm’s expertise in compute and AI technology will play a significant role in enhancing performance and driving forward engineering innovation inside the team, to help deliver performance on the track.
“This partnership brings an opportunity to push the boundaries of what we can achieve off track too with a clear focus to champion women in STEM and motorsport, aligning with our own goals to create an inclusive and diverse culture and attract the very best talent as part of our Make A Mark strategy.”
Coming next:
Arm’s branding will be visible for the first time on track when the Formula One season gets underway from 14th to 16th March at the Australian Grand Prix. It will then debut with the F1 Academy outfit a week later at the Shanghai International Circuit from 21st to 23rd March.
Go deeper:
- AI in Formula One: What role is the technology playing in race strategies, broadcasts and sustainability?
- How AI is changing the way we watch F1
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